Proximity London holds on to BBC TV Licensing DM account

LONDON - The BBC has retained Proximity London to handle the direct marketing for its TV Licensing business.

TV Licensing: DM account goes to Proximity
TV Licensing: DM account goes to Proximity

The agency won the account following a pitch against Rapp and MRM London, and will now be responsible for handling the TV Licensing business for a five-year period.

The BBC first indicated that it was calling a pitch for the account in December 2008, following a story in The Sunday Telegraph that claimed a mailer created by Proximity contained incorrect information when detailing how many people had been caught trying to avoid purchasing a TV licence.

A tender was issued to agencies in May last year, with four DM shops – MRM London, OgilvyOne, Proximity and Rapp – being taken forward to a second stage. 

OgilvyOne was eliminated from the running in November, with the remaining three agencies pitching for a final time earlier this year.

Proximity won the TV Licensing DM contract in 2002, following a collective pitch with sister agency Abbott Mead Vickers BBDO, which was awarded the advertising account.

The agency created a number of high-profile award-winning campaigns for the company, including an "excuses" DM pack that aimed to tell students that they had no excuses for not buying a TV licence.

Each month, the BBC runs more than 20 different direct marketing campaigns in order to raise awareness of the need for the public to buy a TV licence. Around 60 million mail packs are sent to licensed and unlicensed addresses each year.